"Listening" is the cornerstone of the American Red Cross' social media philosophy, according to the organization's social media manager Wendy Harman.

In a three-minute clip from SmartBrief at the Buzz2010 event in D.C., Harman notes: "We're mentioned about a thousand times a day on various social media platforms. We listen to every single one of those mentions and write back to lots of them. And that sort of informs the content that we turn around and put on our blog, Facebook status and Twitter account."

Harman was also asked how a message can be "controlled" with so much feedback and what the organization took away from the social nature of the response to the Haiti earthquake crisis.